Higher conversion.
Better terms.
We train your sales and negotiation teams to stop giving discounts too quickly, to keep conversations focused on value, and to hold the line under pressure. Through diagnosis, intervention and embedding. Not a standalone training, but a structured trajectory that turns new behavior into standard practice.
Sales
Conversations that shift from price to value
Negotiation
Closing deals without unnecessary concessions
Trusted by market leaders across industries
Does this sound familiar?
The decision is already made
More than half of the buying decision is already formed before your team gets the call. Your client doesn’t call to learn what you do. They call to confirm what they already think they know. Source: Gartner, Future of Sales 2025
Your real bandwidth
Buyers spend just 17% of their purchase time on all suppliers combined. Whether you sit on the sales or procurement side of the table: whoever uses that 5% best, determines the outcome. Source: Gartner, B2B Buying Journey
The cost of premature negotiation
A 1% higher price yields 8% more profit. Yet salespeople routinely give away discounts before the client even grasps the value. They harvest while they should still be sowing. Source: McKinsey, Price Advantage
Those who still rely on ‘a good relationship’ and ‘product knowledge’ as their main weapons are fighting a modern war with medieval tools.
What changes in your team?
After a Zenith trajectory, you see different behavior in conversations. Three changes that commercial managers consistently report.
Less giveaway
Teams stop giving discounts too quickly and stay focused on value longer. Margins find breathing room.
More control
Account managers keep control in conversations, even when things get tense. Fewer loose ends, more direction.
More decisions
Conversations stop getting stuck on price and comparison, and lead more often to a concrete decision.
What if your commercial team performs better?
Adjust the values and see what better conversations concretely deliver in revenue, margin and return.
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Why commercial directors choose Zenith
Less dependent on the sales hero
Conversations run better and are less dependent on chance or a single top performer.
One language, one approach
Leaders and teams share a clear structure. Same language, same steps, same approach.
Measurable in margin and conversion
Fewer unnecessary concessions, better margins, higher conversion. ROI expressed in revenue and margin.
More solid with the client
Your teams come across as more solid and professional. That strengthens your position in the market.
Knowledge & inspiration
Preference behavior in negotiations: How do you play the game?
Negotiating goes beyond arguments and numbers. The way you instinctively react under pressure determines your success. Do you recognise your own preferred behaviour?
Read more →
The right mindset + strategy in negotiations: How do you get the best deal?
Negotiating is not just a matter of arguments and strategies, but above all of mindset. How you enter a negotiation largely determines how you come out of it.
Read more →
Whitepaper
De Impact Formule: van training naar resultaat
Download onze whitepaper over de drie fasen die van een salestraining een duurzaam ontwikkeltraject maken.
Read more →Try our tools.
Three interactive ways to get started today, separate from a full programme. For yourself or for your team.
ROI calculator
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Schedule an introductionWhat you want to know about Zenith
What exactly does Zenith do?
Zenith trains sales and negotiation teams to change their behavior in conversations: stop giving discounts too quickly, keep the conversation focused on value, hold the line under pressure. We do this through diagnosis (where do conversations get stuck now?), intervention (practicing the moments that matter) and embedding (so new behavior sticks after the training). The result: higher conversion and better margins.
Which organizations is Zenith suitable for?
Zenith works with organizations looking to develop their commercial teams, from growing businesses to multinationals. Our clients are typically CCOs, commercial directors or HR directors in professional services, industry, pharma and government.
What makes Zenith different from other training providers?
Most training providers deliver a program. Zenith delivers behavioral change that sticks. We do not start with a standard setup, but with a diagnosis: where does your team get stuck in conversations, what does that cost in deals and margin? The intervention targets exactly those moments. And because we know behavior dissipates after a two-day training, we build embedding in structurally: coaching on the job, follow-up days, measurable KPIs. That is what clients in more than 500 organizations see back: conversations that lead to decisions more often, deals closed on value more often.
How long does a Zenith program take?
Every program starts with a diagnosis and includes a minimum of 2 days of intensive training. Beyond that, the program is tailored with personal coaching, practice with the AI Sparring Partner, and an Impact Review. A targeted program takes several weeks, an integral program several months.